The COVID-19 crisis has impacted the personal lives of everyone around the world. It has changed the economy, and the way business gets done. It changes how we sell, which became very apparent to me this week as I conducted my first virtual sales call.
We have been working with a prospect for about a month. The customer is a significant player in the marketplace, and they are quoting a lot of material. We are excited about the chance to work with them, and the project has captivated many at our company.
We didn’t get a lot of information at the start of the process. I reached out to a contact, and when I didn’t hear back, I bought into the narrative that they were tight-lipped.
In the quoting process, this company landed a big defense contract, and press releases were circling around the web. I dug into the program and did a lot of research on the application for our material. The press releases talked about delivery schedules, and I figured this was a done deal, they are going to need material, and I’m expecting an immediate order.
Tacking Assumptions as Fact
The customer was supposed to come into our factory for a visit, tour, and talk to each of our managers. But with social distancing, it shifted to a virtual meeting.
Shortly into the call, I came to find out that the project was for a vastly different industry and application that I thought. The customer talks about the system they are designing, and it is uncommon for our industry and something I knew very little about.
We made assumptions about the application, I did research and developed a presentation, and I pitch that I thought would land. It all went out the window.
What’s more, the customer had very pointed questions, and our technical expert couldn’t make the call because he was at home caring for his family.
Not wanting to look like a complete idiot, I immediately become the expert, giving recommendations and trying to show him how much I know. I share all the information I can and give him things to consider.
He seemed engaged, now reflecting on the call, he was probably writing it all down in the Useless Information Book. Making recommendations about a topic you don’t understand is fun, but futile.
There is nothing wrong with making assumptions, and it is when you count on them as the fact that it becomes an issue.
Tell A Story
As the call started to fade out, the customer asks if we could hold a specific detail on their specification. I was honest and said that it would be difficult and ask why do they need it?
He went on to share the specific application and why it was necessary. This triggered my memory. It reminded me of a current customer in a completely different industry that had the same particular problem to solve. The good thing is that our material is the only stuff that will work in these conditions.
So I told him the story of the customer. What they do, how their machine works, and the fact that if the material doesn’t work, their machine doesn’t work.
By telling a brief customer story, we were able to connect. The story revealed critical insight into a specific customer value driver. The customer responded that it made sense, and this wasn’t something they had considered.
When you distill a project down to the key-value driver, it narrows the list of potential suppliers, and hopefully, your company is at the top of that list.
Changing Times, Change of Perspective
The information age comes with its abundant misinformation. As the world has become more chaotic, there seems to be less and less that we can count on.
While writing this post, Psalm 12 came to mind. Hear this heartfelt cry to God from the psalmist who is being threatened by lies and deceit.
Help, O Lord, for the godly are fast disappearing!
The faithful have vanished from the earth!
Neighbors lie to each other,
speaking with flattering lips and deceitful hearts.
May the Lord cut off their flattering lips
and silence their boastful tongues.
They say, “We will lie to our hearts’ content.
Our lips are our own—who can stop us?”
Psalm 12:1-4
When things are uncertain, what we depended on in the past is no longer trustworthy. But changing times comes with a change in perspective. The things that consumed us before are no longer critical. And what really matters is revealed.
God knows what is going on. He is aware of the big picture and fine details. He has a longer perspective than we do.
The Lord replies, “I have seen violence done to the helpless,
and I have heard the groans of the poor.
Now I will rise up to rescue them,
as they have longed for me to do.”
The Lord’s promises are pure,
like silver refined in a furnace,
purified seven times over.
Psalm 12:5-6
In times of change and upheaval, it is ever more necessary to hold to the truth, and it starts with being honest with ourselves.
Reflection Question:
How are you doing right now?
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Therefore, Lord, we know you will protect the oppressed,
preserving them forever from this lying generation,
even though the wicked strut about,
and evil is praised throughout the land.
Psalm 12:7-8
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